Game of Thrones finale: IKEA claims the TV ad Throne


With the last ever Game of Thrones episode to hit screens this weekend, new research reveals Ikea, O2 and BT TV ads have been best at generating social buzz around the show.


Marketing tech company 4C Insights measures brands TV Social Lift by comparing social media engagement in the five-minute period prior and after the start of a TV ad on Sky Atlantic, between 1st April and 10th May.

The top 3 ads that benefitted the most from the brands association with GoT are:

• IKEA – 495% increase in TV social lift with just three ads run, following an incredibly successful fast response campaign two seasons ago
• O2 – after placing the Iron Throne outside the O2 Area and airing one TV spot, the brand saw a 335% social lift increase
• BT – 242% TV social lift increase as a result of its 8 ads run during the final season

The study by 4C reveals how TV ad campaigns run during the times Game of Thrones series aired on Sky Atlantic benefitted from the brands’ associations with the franchise. The study measured each brand’s social media engagements in the five-minute period after the start of a TV ad, and compares them to engagement rate in the five minutes prior.

The Swedish furniture outlet saw a 495% TV social lift this season despite its moment in the spotlight occurring several seasons ago, when it was unveiled their rugs were being used as capes for many of the show’s leading characters.

This isn't the first time Ikea has ridden on the back of GOT success. Back in August 2017, when the revelation went viral that Jon Snow's iconic fur coat was made out of Ikea sheepskin rugs, Ikea was quick to respond.

Getting itself in on the joke, it released a graphic in the flat-pack retailer's classic pictograph style. Called 'Vinter Skuldervarmer' the guide showed fans how they could transform one of its rugs into a fur cloak worthy of Snow.

Equally O2 only had to air one ad in the breaks between this season’s episodes to achieve a social lift of 335%. With O2’s parent company Telefonica still powering Sky Mobile, the company also benefits from a close association with the producers of the show.

Another notable brand is BT, who’s 242% social lift is reflective of the fact customers can access to all of Sky’s entertainment content, including Game of Thrones episodes.

Aaron Goldman, CMO at 4C comments “In today's cross-channel media world, these figures represent a more holistic view of advertising's net effect than just counting views or viewers. With multi-tasking and multi-screening, it’s not enough for brands to put out an advert on television and expect it to reach their key audiences. Marketers must close the loop by creating a presence across platforms with timely messaging that captures the moment.”

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